Adidas Strategy

It is a fact that nowadays Adidas appears to be one of the most famous multinational company, which designs and produces sports clothing, shoes, and different kind of accessories. The popularity of the brand is hard to describe, but the is no doubt that today it is one of the most successful clothing corporations in the world and it is the largest sportswear producer in Europe as well. The corporation with the well-known motto "Impossible is nothing" presents the perfect example of the efficiency, comfort, and sustainable development, considering its strategy which is focused on integrity, diversity, and performance.

This paper is dealing with the German apparel “Adidas”, which is one of the world’s largest manufacturers for sportswear and sport utilities. But why are they one of the leading global players in this certain industry? There are some key factors, which influenced their

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

“She hasn't picked me in a few months,” added Chaco. Both shoes lay under the bed in misery.

Adidas, one of the world’s biggest sportswear companies, began its journey in 1925 by the German Adolf “Adi” Dassler, who began making special sports shoes. Adidas has continued to gain momentum through the years. Many attribute this to adidas' quality, styling and reputation. The company was started by Adolf Dassier in his mother's house; he was joined by his elder brother Rudolf in 1924 under the name Dassler Brothers Shoe Factory. The 3 stripes were created to keep the foot stable, but ended up being the logo. Throughout the years Adidas was seen in the Olympics, and it was the leading brand making their shoes highly sought after by Olympic athletes. Adi Dassler died in 1978, at the age of 78. Carrying on his heritage and his ideas, his name and his developments will continue to help athletes in their efforts to push the limits of performance, on into the new millennium. Following the death of the company founder, Adi Dassler’s widow Käthe and his son Horst took charge of running the company. Horst Dassler perfected the opportunities offered

(1) How did Adidas become Europe’s leading sports footwear manufacturer, and what have been sources of its competitive advantage?

In the surroundings of this Adidas retail store, we can find different competence from another retail stores such as Nike, Puma, and a bunch of different sportswear retailer (Foot Locker, Finish Line, and Modell’s)

Adidas is also targeting a certain class of people, that is women by launching under the idea that the “collection is for women who take their sport and their style seriously” and that

In addition to the programs mentions above, adidas Group also has created programs and goals to address climate change (caused by carbon emissions), as well as chemical usage reduction. For example, adidas Group was a founding member of the Zero Discharge of Hazardous Chemicals (ZDHC) Initiative in 2011. The initiative is aimed at changing the current industry practices when dealing with proper chemical management. In becoming part of the initiative, the goal of phasing out PFCs (perflourinated chemicals) by 2017, was also taken on by adidas Group.

Adidas is a company that manufactures shoes and sport apparel. The founder is Adolf Dassler who is German. The name created by combination of the name and surname Adi Dassler, who started producing shoes in 1920s with the help of his brother Rudolf Dassler. That make costumer, to recognize Adidas is three parallel stripes of the same color.

Gebrüder Dassler Schuhfabrik was established in Germany around 1920 by two brothers Adolf Dassler and Rudolf Dassler whom in 1948 decided to separate and created their own firms. The first one called Adidas (Adolf-Adi) and the second Puma. After the World Cup in 1954 Adidas become in a famous brand when Germany team decided to wear it, followed by the sponsoring of sports stars. After the death of Adi Dassler in 1978, his Horst son remained to the front of Adidas. Horst was only president until 1987, when it died to the 51 years.

Internet is still an interesting thing that gives many ease and fun for all of people who access it. Because of it, many people in Indonesia from the various ages, various occupations and various situations access Internet or have a desire to access it.

Technology has been an important asset nowadays, people use it to improve their way of living. Therefore, many people use technology for many reason. For example; transportation, communication, education, hospitality, games, design, bank, booking, and payment system. In Indonesia, the number of internet user is increasing according to a statistical analysis (Lim, 2003). The user of internet was less than 1 percent in 1998.

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